Samsung is ready to spare no expense with the Galaxy S23 to topple Apple

For years Apple has had a stranglehold on the phone market, and the grip has only gotten tighter in recent years. In fact, Samsung losing ground to Apple has even forced Google to adjust its own strategy. But it appears that Samsung is done standing on the sidelines and is ready to go all in on beating Apple.

In an executive meeting with Samsung’s device experience division, Vice Chairman Han Jong-hee reportedly told the division to “think about ways to strengthen the competitiveness of smartphones without getting caught up in cost reduction,” according to a report from Hankyung.

These comments mirror the company’s new direction to focus on building a more competitive product, which is a shift from its former profitability-oriented strategy. Essentially, what he’s saying is spare no expense on making a better product. This move is aimed at bringing the fight directly to Apple and helping the company to become the top OEM.

The order is also believed to be an expression of Jong-hee’s will to stop emulating what rivals from China are doing, such as pumping out disposable phones with inconsistent designs and features.

This new strategy is expected to start in 2023 and will have the company focus on creating phones that allow it to compete better with its one and only true rival. While it has yet to be officially announced, it’s expected that the Galaxy S23 line will have Qualcomm’s Snapdragon 8 Gen 2 chip, which could be one of the first steps toward making a more competitive phone.

The Galaxy S23, Galaxy Z Fold 5, and Galaxy Z Flip 5 should all benefit from this new approach Samsung has decided to take. However, it may come at the cost of Samsung’s Galaxy A series as it focuses less on the low to mid-tier market.